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Daytona Beach, Fla. - Bethune-Cookman University (B-CU) will use its acquired radio station, WELE 1380 AM, to increase awareness and foot traffic to several businesses on Orange Avenue. The station, along with past owner Big John, will partner with the Orange Avenue Merchants Association to offer free advertising spots to association members. Businesses along Orange Avenue have witnessed decreased traffic due to the inconvenience of the construction and lack of parking. The free ads will run throughout the construction project, until the streets between U.S. 1 and Nova Road are re-opened. WELE 1380 AM and program partners hope to attract at least 10-20 businesses to take advantage of the offer.

B-CU President Edison O. Jackson is extremely optimistic about this effort and plans to do all that he can to make it successful. "It is important that we use our available mediums to help our community during this time," says President Jackson. "We want to encourage patrons to come shop in this area throughout the construction. It will take patience and a little extra time, but the business owners need their support." President Jackson has committed the skills and services of B-CU business and mass communications students to help get the project underway.

Big John, who donated WELE 1380 AM to B-CU, is excited about this joint venture. He, too, is committed to bringing awareness to Orange Avenue businesses and uses his on-air time to increase the area's exposure. "Many small business owners aren't able to afford matching ad rates and city sponsored messaging. This is a way to give them a voice," says Big John. Big John plans to use his daily radio program as a platform for business owners to come on and voice their thoughts on the effects the closure of Orange Avenue has had on their businesses.

Communications

About Bethune Cookman University:

Founded in 1904 by Dr. Mary McLeod Bethune, Bethune-Cookman University (B-CU) today sustains her legacy of faith, scholarship and service through its relationship with the United Methodist Church and its commitment to academic excellence and civic engagement. B-CU offers 38 degrees on its main campus and online college. Located in Daytona Beach, B-CU is one of three private, historically black colleges in the state of Florida. The institution boasts a diverse and international faculty and student body of nearly 4,000. For more information, visit www.cookman.edu.